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Super Bowl Preview: Brands on Twitter

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Super Bowl XLVIII will be upon us in two days, so we thought we’d take a look at what the chatter is like on Twitter around some of the brands who have purchased multi-million dollar ad time around the game.

Budweiser

Budweiser had already released its full #BestBuds ad and a teaser for their hero’s welcome ad when they released the full version yesterday. They kept their biggest ad under wraps until yesterday as well, leading up to it with a full series of teasers sharing the set-up, including some celebrity names: Arnold Schwarzenegger, Don Cheadle (with a llama), Reggie Watts, and a promised fourth (who turned out to be Minka Kelly and not the llama, Lilly).

The hashtag for the ad, #UpForWhatever, has been used in 1.3k tweets from 1.2k contributors, with an overall reach of 3.1 million– all since Tuesday, January 28th. The most retweeted tweet? From the official Bud Light Twitter account, sharing the full spot, with 453 retweets:

 

Coca-Cola

Coke’s big game spot “Going All The Way” was released in full this week, and the conversation around Coke and the Super Bowl on Twitter since Monday, January 27th has seen 15k tweets from 12.5k contributors, for a reach of 12.8 million. That’s about four times Budweiser’s reach, so far.

The most retweeted tweet with their hashtag #AmericaIsBeautiful is this one from the official Coca-Cola Twitter account, sharing their full ad and promising a $50k donation to the Boys and Girls Club of America for 10k shares of the spot:

 

Fortunately it’s not based on retweets, since it was only retweeted 49 times.

Doritos

Doritos ran a contest to air a fan-made ad again this year, but unlike last year they opened it to residents outside of the U.S., provided they live in one of the other countries where Doritos are sold. Voting has ended, and two of the spots will be shown at the big game on Sunday (in addition to other prizes).

2.7k tweets from 2.4k contributors about Doritos and the Super Bowl, their contest, and their hashtag #ForTheBold have been tweeted since Tuesday, with a reach of 4.4 million, or about 1/3 of Coke’s reach so far.

The most retweeted tweet in this conversation around Doritos and the big game is from ESPN Sports Business Reporter & ABC News Business Correspondent Darren Rovell. It’s a recipe idea for a big game party:

This was retweeted 240 times.

Kia

Kia reached back to the 1999 movie The Matrix for Morpheus to reveal to Super Bowl audiences the truth about luxury. On Twitter using hashtags #KiaK900, #RedKey, #BeTheOne, and #ChallengeLuxury, 1.3k tweets have been posted by 1.2k contributors for a reach of 1.4 million since January 22nd, putting them at the bottom of the list of brand mentions right now. The most retweeted tweet comes from the official Kia Twitter account, and shares the full game ad:

 

Morpheus was retweeted 865 times; a lot of revealed luxury.

SodaStream

While SodaStream’s ad has been banned by Fox for its direct mention of competitors Coke and Pepsi (the line from the ad is reflected in their hashtag #SorryCokeAndPepsi), that hasn’t dampened the conversation around the Scarlett Johansson spot on Twitter: 18.6k tweets have been made by 13.9k contributors since Tuesday, for a reach of 56.2 million. This time it’s just #SorryCoke so far; we’ll have to wait until later to see if they usurp Pepsi too.

The most retweeted tweet featuring their hashtag #SorryCokeAndPepsi is this one from the official SodaStream Twitter account, explaining the controversy over their ad:

SodaStream might have the most reach in the Super Bowl conversation thus far, but that tweet only garnered 7 retweets.

Toyota

Toyota has teamed up with former NFL player and actor Terry Crews and timeless entertainers The Muppets to show off their new Highlander, which has #NoRoomForBoring. Since Tuesday, 10.1k tweets have been made by 8.3k contributors for a reach of 24.5 million. That’s about double Coke’s reach, but still half that of SodaStream. One of the most retweeted #NoRoomForBoring tweets was from the official Toyota account, and featured a custom Vine of Rowlf:

 

It has seen 125 retweets so far.

Want more?

We’ll be back Monday with more numbers from the big game itself. Let us know if you end up making those Doritos Crusted Chicken Strips.

Written by Sarah

January 31st, 2014 at 4:31 pm